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Services Marketing (5 cr)

Code: 3041185-3003

General information


Enrollment

01.06.2021 - 06.09.2021

Timing

01.09.2021 - 31.12.2021

Number of ECTS credits allocated

5 op

Virtual portion

5 op

RDI portion

2 op

Mode of delivery

Distance learning

Unit

Engineering and Business

Campus

Location-independent

Teaching languages

  • English

Seats

10 - 40

Degree programmes

Teachers

  • Anne Leinovaara-Matomäki

Groups

  • PINBOS19

Objective

Marketing a service can at times be more challenging than marketing a product. You are not selling something that is tangible; you are selling the invisible which cannot be touched or seen or tasted. Services can be tricky to market and sell, and therefore we need to have a different marketing approach for them than for products. More and more companies nowadays operate in service business, even those which we traditionally have known as industrial companies.
After completing this course you will
- recognise the basic characteristics and trends of services marketing.
- be able to take customer experience into account as one extremely important element, as it has an impact on the perceived value of the service.
- know the key models, for example gap analysis for evaluating service quality
- be able to develop services using the principles and tools of service design

Content

Contents
- the differentiating characteristics of service in comparison to physical products
- marketing thinking behind a successful services marketing
- creation and development of service and service offering
- critical elements when marketing service; service quality, service culture, customer experience, etc.

Materials

Informed at Optima platform.

Teaching methods

Innovation pedagogy, PBL.

Exam schedules

No exam, course is done through learning assignments.

International connections

Innovation pedagogy.

Completion alternatives

No optional version.
If you want to AHOT the course and the process ( e.g. Recognition of prior learning), you have to demonstrate knowledge in the "key focus elements" (look at optima space and "welcome section") - and distribute a learning diary (length and guidelines same as in the course) about those themes. But no need to participate to the reading circuit + videos etc. This AHOT must be done before the first all group meeting if you want to use this option.

Student workload

5 ects, detailed guidelines during the first all group session. 135 hours of student work.
Divided into the individual study, reading and reflection,( Learning Diary),
+ team discussions and sharing (Reading circuit)
Interactive online meetings , videos, reading materials and slides

Content scheduling

Acording to separate timetable (on-line), for group PINBOS19 only. Autumn 2021.

Further information

- Meetings at TEAMS - environment, invitations will be send to those enrolled and accepted to the course at Peppi.

Evaluation scale

H-5

Assessment methods and criteria

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harward, TUAS etc.)
Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.
• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited.
• Good (3-4)
All the tasks are analytical, and well done. They represent high quality in terms of references, length, deep analysis. And in comparison to other group members there are clear bonus aspects (wider theories, more theories or tools used or so...). Also presentations are high quality. And the peer comments are constructive and analytical. There are lots of good references used and theories and tools relevant to the subject are shown in the assignments.
• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as constructive peer comments.Theories, tools and references are widely used.

Assessment criteria, fail (0)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.). The reference books must be used when doing the assignments!
Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, using references, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.

Assessment criteria, satisfactory (1-2)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited.

Assessment criteria, good (3-4)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Good (3-4)
All the tasks are analytical, and well done. They represent high quality in terms of references, length, deep analysis. And in comparison to other group members there are clear bonus aspects (wider theories, more theories or tools used or so...). Also presentations are high quality. And the peer comments are constructive and analytical

Assessment criteria, excellent (5)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as constructive peer comments.Theories, tools and references are widely used.